10 Key Considerations for UK Businesses

In a series of articles, Business Connect are looking at the work of Exceed and their expertise within what’s known as ‘Performance Marketing’, and in particular their approach to PPC. Leeds-based Exceed offer a considerable digital punch with a carefully selected team that have been growing since their launch in 2019. Also, as a Google Premier Partner, they are perfectly equipped to deliver and ‘exceed’ their targets. They specialise in campaigns supporting businesses in all sectors that have clear marketing targets, and can offer potentially very impressive returns on investments based on working collaboratively.

We asked owner Zak Mulla to offer a quick summary of Exceed’s winning strategy when running a successful PPC campaign:

“In today’s competitive digital landscape, business owners and marketing managers in the UK are constantly looking for ways to get the most out of their online advertising spend while ensuring it brings in more money than it costs.

“Pay-per-click (PPC) advertising can be a great tool, but it needs careful management to avoid wasted spending.”

1. Understanding business costs and true goals
   “To make PPC campaigns work, businesses need to know their costs and profit margins. For example, if you’re selling a product, how much can you afford to spend on advertising and still make a profit? Setting clear goals for how much you can pay for each new customer (known as your cost per acquisition, or CPA) helps make sure your ads are profitable.”

2. Understanding how customers buy
   “Not everyone buys right away. Many people like to research their options first, especially for expensive purchases like holidays or cars. It might take weeks or months for someone to decide. Knowing how long it usually takes for your customers to make a purchase can help you plan your ads so you stay visible during their decision-making process.”

3. Testing and experimentation
   “One of the keys to improving PPC performance is testing. By experimenting with different headlines, images, or call-to-action buttons in your ads, you can find out what works best for your audience. Testing isn’t a one-time effort – it’s an ongoing process to keep refining your campaigns and achieving better results.”

4. Leveraging seasonal trends
   “Different times of the year can significantly impact customer behaviour. For example, during Christmas or Black Friday, people are more likely to spend, while summer holidays might be a slower period for some businesses. Adjusting your PPC campaigns to align with these seasonal trends can help maximise your return on investment during peak periods.”

5. Using PPC for brand awareness
   “PPC isn’t just about making sales straight away. It’s also a way to get your business in front of people who might buy from you in the future. Ads like videos or banners can show off your products or services to a large audience. This way, when people are ready to buy, they’ll already know and trust your brand.”

6. Making sure tracking works properly
   “To see if your PPC campaigns are working, you need to track what happens after someone clicks on your ad. At Exceed, we work with your in-house or external web developers to make sure the right tracking tools are set up. This includes things like monitoring sales or enquiries from your website. With accurate tracking, we can ensure your ads are being shown to the right people.”

7. Making use of your existing customer data
   “If you have a list of past customers or website visitors, you can use this information to make your ads more effective. For example, you can show different ads to people who’ve bought from you before compared to people who’ve only visited your website. This helps your ads feel more relevant and gets better results.”

8. Focusing on quality leads
   “If your business relies on generating enquiries or leads, it’s important to focus on the ones that are most likely to turn into sales. By working with your team or using advanced systems, you can send information about which leads turn into customers back to the ad platforms. This helps the platforms show your ads to people who are more likely to buy from you.”

9. Keeping an eye on competitors
   “Even if your ads are great, they won’t work as well if your prices aren’t competitive. Regularly checking what your competitors are doing can help you stay ahead. If your prices are higher, you may need to adjust your strategy to highlight the unique benefits of your products or services.”

10. Staying in touch
    “Good communication between businesses and their PPC agencies is essential. For example, if a product is running out of stock or won’t be restocked for a while, letting your agency know means they can stop advertising it. Regular updates help ensure your campaigns are always working towards your current goals.”

Conclusion

“Getting the best results from PPC advertising doesn’t have to be complicated. By focusing on your costs, understanding your customers, and staying adaptable, you can ensure your campaigns deliver the best return on investment. Working with a Google Premier Partner agency like Exceed offers you expert guidance, up-to-date strategies, and proven experience, giving you the confidence to grow your business effectively.”

Find out more! For a FREE AUDIT AND PROPOSAL contact Zak and his team on 0113 3222 195 or email hello@exceedonline.co.uk

exceedonline.co.uk